LICENSING NEWS

Sonic the Hedgehog set greenlit by Lego and Sega

Published on: 5th February 2021

Lego Ideas will produce Sega’s Sonic the Hedgehog in brick form, thanks to a concept design submitted by Lego superfan Viv Grannell.  

Viv, also a passionate Sonic fan, created her design as a submission to the Lego Ideas platform, a Lego initiative that takes new ideas that have been imagined and voted for by fans and turns them into reality.

Viv’s design was inspired by Sega’s critically acclaimed 2017 platformer experience Sonic Mania, and features iconic characters and environments from the game’s Green Hill Zone level. The design achieved the prerequisite 10,000 votes from Lego fans worldwide, before being greenlit to go into production.

Talking about her winning idea, Viv Grannell said; “I’ve been invested in the world of Sonic for almost my entire life, and it’s such a perfect fit for the Lego system that I spent about a year rallying support for it to happen. Having 10,000 people back my design was overwhelming enough, even with friends and family behind me, but having it be selected for further development was the most exciting secret I have ever had to keep.”

The design will now go into the product development phase, in partnership with Sega, and once finalised will be available worldwide. Speaking of the collaboration, Jason Rice, director of Brand Licensing, Sega Europe, said: “At Sega, we’ve always encouraged fans to take part in the legacy of the Sonic franchise through their own creations and it’s wonderful to see the tradition continued through the Lego Ideas programme. We’re thrilled to partner with Viv and the Lego Group, and hope to inspire fans to continue creating their own unique Sonic the Hedgehog experiences for generations to come.”

The Sonic the Hedgehog franchise celebrates its 30th anniversary this June, and a new Sonic the Hedgehog 3D animated series, Sonic Prime, has just been announced as coming to Netflix in 2022. Featuring a wide variety of elements inspired by Classic Sonic, the new set will provide Lego collectors and Sonic fans alike a truly ‘supersonic’ Lego experience.

To find out more about the Lego Ideas platform and see other designs that have been developed into products, click here.

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